An online mattress brand from 2010.

Amerisleep is an American mattress company from Arizona. Its website says “We founded Amerisleep in 2010,” and names the founders as Firas Kittaneh, Moe Kittaneh and Joey Holt, who it says “first began working together in 2006”; English Wikipedia, which also dates the company to 2010, gives the second and third names as Mo Kittaneh and Joe Holt.

The company gives its headquarters as Scottsdale, Arizona, which English Wikipedia repeats; the bedding trade magazine BedTimes called it “Phoenix-based” in 2023, using the wider metropolitan name. English Wikipedia describes Amerisleep as a privately held maker of memory-foam mattresses and bedding, and cites a 2019 Phoenix Business Journal report headlined on the company shunning venture capital and private equity. The same article records that Amerisleep registered a company in London in 2017.

The company states its founding aim as offering “a high-performance, eco-friendly mattress made in the USA” at an affordable price, and says it “worked with production partners to develop a unique foam manufacturing process.” It also describes its founders as “e-commerce pioneers” and calls Amerisleep “one of the first companies to sell mattresses online” — claims we give as the company’s own.

Amerisleep started as an online seller. Its own account says the founders “quickly opened a dozen Amerisleep retail showrooms” once the online business was established, and it quotes Forbes calling them “The Apple Store of Mattress Stores.”

Bio-Pur, HIVE and an AS-numbered range.

The products carry plain, numbered names. The current website lists the AS2, AS3 and AS5 mattresses — the last two also as hybrids — the AS6 Black Series and an Organica model. The website’s question-and-answer section refers to the AS3 hybrid as the “AS3h,” a further short form. The naming works like a scale, with a short code standing in for each model rather than a descriptive name.

Two trademarked material names run through the marketing. Bio-Pur is the company’s plant-based foam, which it says uses castor-bean oil in place of some petroleum; HIVE is its name for a zoned layer, which the website illustrates with hexagonal cutouts. English Wikipedia says the company’s mattresses are made from low-VOC materials and that it offers a 100-night home trial and a 20-year warranty, citing CNET; the website advertises the same trial and warranty. The company calls Bio-Pur its “proprietary plant-based memory foam,” says it makes the foam in the USA and describes it as CertiPUR-US certified.

The Organica line is built differently. Its product page lists layers of natural Talalay latex and organic wool, and names Standard 100 OEKO-TEX, Rainforest Alliance and eco-INSTITUT as certifications for those materials, according to the company. The range therefore mixes short codes such as AS3 with a single word-based name for the latex model.

Where the mattresses are made is set out in the company’s fine print. English Wikipedia, citing Furniture Today in June 2017, says all of its BioPur mattresses were made in Indiana. The company’s website today says “We make our mattresses in the United States,” and adds the qualification: foam mattresses are “Made in the USA of U.S. and imported components. Covers sewn in Canada,” while “Hybrid mattresses are 100% made in the USA.” Its homepage puts it more briefly: “Designed in Arizona, assembled in our US facility.”

Design and documentation.

The seven brands in this group all make or sell mattresses: King Koil, Sleepmaker, Birch, Nolah, Zinus, Amerisleep and PlushBeds. Mattress brands in general sit at many different points in the trade, from names licensed to independent factories in many countries to companies that sell online and ship a mattress compressed in a box, and a single name can belong to a much larger bedding or furniture group.

A mattress brand’s identity is usually carried less by the product itself, which looks much like its rivals once it is on a bed, than by a name, a label, a box and the advertising around it, because the company behind the name may have changed hands, licensed its mark or moved its production. That makes the questions behind each name worth asking plainly: who started it, who owns it now, and where its mattresses are actually made.

Each guide separates what independent sources record from what the company says about itself — its founding story, its owners over time, where its mattresses are made and what materials it names — and marks plainly what rests only on the company’s own word.

A rebrand, a store and then franchising.

The brand’s look changed in 2017. English Wikipedia says that year Amerisleep rebranded and opened its first store in Arizona, citing Furniture Today and Adweek; the same article says the company announced plans in 2019 for three stores in Houston, citing Chron, the Houston Chronicle’s website.

The next step was franchising. BedTimes reported on 12 October 2023 that Amerisleep was expanding into franchising with what it called a “business-in-a-box” model, covering store design, product supply, training and marketing support. The report described the company as selling online and through a network of retail stores, and quoted co-founder Moe Kittaneh inviting entrepreneurs to join the company “in reshaping the future of sleep.” The trade title Sleep Savvy carried the same announcement on the same day and said the company planned to expand both in the US and abroad.

The showrooms carry the brand’s voice. The company’s page for its store at Domain Northside in Austin, Texas, says its sleep specialists “don’t earn commissions” and repeats slogans such as “Experience First, Sales Second” and “Sleep Education Over Superficial Satisfaction.”

English Wikipedia lists Amerisleep as a private company, and the brand’s home online is amerisleep.com.

For a design guide, Amerisleep shows a direct-to-consumer brand learning to live in physical space — numbered products, trademarked material names and a showroom format that can be handed to franchisees. Compare Zinus, which sells boxed mattresses mainly through other retailers’ websites, and PlushBeds. For this guide we use night navy, desert sky and linen with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Amerisleep’s identity on hand — save it to a board in the Made Good inspiration library.